June 7, 2004

Intelligence Agency Selected To Conduct Landmark Organic Foods Consumer Research Project

New Hope Natural Media Selects Michigan Marketing Firm

TRAVERSE CITY, MICH., – The Intelligence Agency, one of the nation’s only marketing firms paid based on the results it creates, announced today it will partner with New Hope Natural Media for a first-of-its-kind study of organic and natural foods consumer buying habits.

Using a combination of phone and web questionnaires, The Intelligence Agency will survey more than 1,000 consumers. The findings will be published in the August issue of TheNatural Foods Merchandiser.

This represents the first-ever detailed study into the decision-making of the organic/natural products consumer.  It will specifically measure the extent to which price, variety, employee knowledge, years in business and other factors determine where consumers purchase natural, organic and health products.  The study will also yield specific actions that different types of retailers (grocery stores, specialty food stores, pharmacies) should take to increase customer purchases or “wallet-share.”

The Intelligence Agency also recently completed work on the 2004 Reader Survey for Delicious Living magazine.

New Hope publishes magazines focused on the rapidly growing organic and natural products industry, including TheNatural Foods Merchandiser, Delicious Living, Natural Grocery Buyer, Natural Business Journal, and Functional Foods & Neutraceuticals.

Commenting on the project, Natural Foods Merchandiser Editor Marty Traynor Spencer said, “The findings of this important study will be valuable and practical for every retailer and manufacturer in the natural foods world. Although the study is not yet complete, our partnership with The Intelligence Agency is already paying dividends, as they possess what we needed: business acumen with expertise in the organic foods industry.”

Intelligence Agency Vice President Sherwood Smith said, “ New Hope is an established leader in a rapidly growing sector, and an organization that is rightly taking the lead in this important study. We’re delighted to be a part of it.”

The Intelligence Agency is a full-service marketing and business consulting firm with a growing roster of clients in the natural foods sector. The agency’s services include market research, business strategy, sales management, design, public relations, communications, public affairs and advertising. Last fall, the Agency announced it is now working with clients under a results-driven compensation arrangement, whereby the Agency is paid only when its professionals contribute to specific and measurable client results.

The typical Intelligence Agency results-driven arrangement includes an upfront agreement about what goals will be met. If the client reaches the goal, The Intelligence Agency is paid in full. If the client does not reach the goal for whatever reason, The Agency is paid a fraction of its fees. If goals are exceeded, the Agency is paid “times X.”

The Intelligence Agency can be reached at 231.932.0400. Email info@intelligenceagency.com.